Customer JourneyIt is the process of all the contact, experience and interaction between customers and brands, just like a customer enters a store to browse, appreciate the products, become interested in searching, compare, buy, and give subsequent evaluations. All these touch points are connected to form a customer experience journey.
Generally speaking, the customer journey is divided into product user experience and customer marketing experience. The former includes factors such as user experience process, product interface and service experience. Its stages are more detailed and complicated, and there are many aspects to consider. In contrast, the customer marketing journey focuses on marketing to acquire new customers, gradually guiding them to understand the brand, products and services, arouse their interest, search and evaluate, and purchase, and finally become a loyal customer journey design.
For example, we learned about a practical storage cabinet from the Internet, which came from word of mouth from friends and digital advertisements, triggering related interests and needs, so we further searched for reviews, visited the website to learn details, and finally placed an order online, and went to the physical store to check and pick up the goods. After using it, we continued to share our experience on social networks and make relevant recommendations. This series of tracks from online to offline is a marketing customer experience journey, in which the contact channels include social networks, brand websites, forum evaluation websites, and physical stores, which are all continuous customer experience of the brand.
According to Philip Kotler and other authors of "Marketing 5.0", the era of creating people-oriented and customer-centric marketing has arrived. Especially since Generation Y (Millennials), consumers have become more and more concerned about the brand experience in the moment and expect brands to deliver [personalized consumer experience].
(Image source: Capital HK )
In recent years, in response to the development of marketing technology and AI technology, brand owners have been able to send more personalized content to consumers, such as using chatbots to give customers caring and personalized replies to increase brand favorability. The nationally renowned [疾管家] LINE official account has fully utilized this technology to instantly serve the public's demand for epidemic prevention information, and has also established a positive image of the government using technology to direct epidemic prevention.
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